Brand imperative: Protecting your most valuable assets

Author

Jeffrey ANDRIEN
Paul BENOIT
Philip Charles ZERRILLO, Singapore Management UniversityFollow

Publication Type

Book Chapter

Publication Date

12-2015

Discipline

Marketing

Research Areas

Marketing

Publication

The future of branding

Editor

Rajendra K. Srivastava & Gregory M. Thomas

ISBN

9789351503194

Publisher

SAGE Publications

City or Country

India

Citation

ANDRIEN, Jeffrey; BENOIT, Paul; and ZERRILLO, Philip Charles. Brand imperative: Protecting your most valuable assets. (2015). The future of branding.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5486